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Brown-Forman To Invest $50 Million In Irish Whiskey Distillery

June 4, 2015

With Irish whiskey continuing to represent one of the fastest-growing areas of the U.S. spirits market, another industry heavyweight is set to enter the category.  Brown-Forman plans to invest $50 million in a new distillery at Slane Castle, about 30 miles north of Dublin, which is slated to open in late 2016.

Brown-Forman intends to introduce new Irish whiskies to market in spring of 2017. Targeting the premium and super-premium segments with a range of blended, pot still and single grain offerings, Slane will initially source high-quality stocks from other distilleries while its own production is laid down to mature.

Slane Castle, located on a 1,500-acre estate in Ireland’s Boyne Valley, is the home of Henry Conyngham, the eighth Marquess Conyngham, and his son, Alex Conyngham, the Earl of Mount Charles. The Conyngham family will play a key part in the brand-building model for the new Slane whiskies, Brown-Forman said.

The Conynghams previously marketed a Slane Castle brand sourced from the Cooley Distillery. Cooley was acquired by Beam Suntory in 2011 and thereafter slashed its contract production, tightening supplies for independent brands such as Slane.

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